Analysis for 'ANA'
Tuesday, November 19, 2013, 10:03 AM ET|Posted by Jose Alvear
According to a recently released study by the Association of National Advertisers (ANA) and Nielsen, multi-screen advertising will grow from 20% of advertisers' budgets today to nearly 50% in the next three years. While 48% of respondents said they believe multi-screen campaigns are very important in effectively delivering marketing messages, almost twice as many (88%) believe that these types of campaigns will be very important in three years.
One of the biggest issues for multi-screen advertising is measurement due to a huge gap between existing measurement approaches and how respondents would prefer to measure integrated multi-screen campaigns. 71% of survey respondents said they use a variety of metrics specific to individual screens, but 73% said they would prefer to use just one set of metrics across all screens.
Monday, February 20, 2012, 10:52 AM ET|Posted by Will Richmond
The tone of last week's Cross-Platform Video Measurement Summit in NYC, was set upfront, as first speaker Patti Wakeling, Unilever's Global Media Insights Director, plainly stated that a "measurement crisis" is upon the research industry. Noting the wide diversity of devices that now deliver video, and rapidly changing consumer behaviors, Ms. Wakeling concluded that "consumers are way ahead of the research community."
These simple truths are no doubt what packed 300+ attendees into the Time Life Auditorium for an afternoon of discussion about how confusing the video landscape has become for traditional TV advertising and what the ecosystem - advertisers, agencies, content providers and measurement service providers - should be doing to address the situation.
Video Research Around the Web
- U.S. Homes Adding SVOD Services Falls To 3.9% in 2Q, Kantar Reports B&C
- As streaming surges globally, Roku is falling behind abroad Protocol
- World-Wide Streaming Subscriptions Pass One Billion During Pandemic WSJ
- Cable Now Controls Nearly 70% of U.S. Fixed Broadband After Biggest Year Since 2008 Next TV
- Cord Cutting’s Worst Year Ever: Analyst B&C
- Disney Plus Will Surpass Netflix in Customers by 2026, Research Company Says Next TV
- Tubi Says Streaming Rose 58% In 2020, With Half Of Viewers Younger Than 35 Deadline
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV